Eyes: Discovering Their Role in Story Brand Spotlight

Berwick Guide — Mon, 13 Apr 2026 16:35:59 +0000

If you have ever been advised to refrain from using eye makeup due to issues such as dry eyes, blepharitis, or discomfort linked to contact lenses, you can truly appreciate the frustration these recommendations can induce. Makeup serves as an essential form of self-expression for countless individuals, and being informed to abandon it entirely can feel akin to losing a vital aspect of your identity.

This very sentiment was the catalyst for the establishment of Eyes Are the Story, a brand passionately dedicated to empowering those who desire to celebrate their beauty while prioritising their eye health.

Unveiling the Groundbreaking Philosophy Behind Eyes Are the Story

Eyes Are the Story proudly holds the title of being the world’s pioneering optocosmetics brand, creating a revolutionary category within the beauty industry. Founded by Amy Gallant Sullivan, who is the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), and the daughter of Dr Donald R. Korb, a prominent researcher in the realm of dry eye, this brand is deeply anchored in the science of ocular health.

This is not just another beauty brand that has hastily labelled its products as suitable for “sensitive eyes.” Each formula is meticulously crafted with a focus on eye health, ensuring that it transcends mere compliance during development and embodies a genuine commitment to enhancing ocular wellness.

Recognising the Crucial Demand for This Innovative Cosmetic Category

The array of challenges associated with eye health and cosmetics is far more extensive than many might assume. Over 90% of women under the age of 55 regularly utilise cosmetics, while more than half of girls as young as 12 report using mascara, a product known to adversely affect the ocular surface. Additionally, the burgeoning male grooming market indicates that these concerns extend beyond a single gender demographic.

The TFOS Lifestyle Report has corroborated what eye care professionals have long suspected: traditional cosmetic ingredients can exert harmful effects on meibomian glands, corneal, and conjunctival cells. These detrimental substances disrupt the ocular microbiome, exacerbate dry eye symptoms, and heighten the risk of infections.

For individuals currently in treatment for dry eye or other ocular surface conditions, the implications can be profound. Conventional makeup can inadvertently undermine the effectiveness of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients find themselves confused as to why they continue to experience dry eyes despite receiving exceptional clinical care, often discovering that their daily makeup products contribute significantly to their persistent discomfort.

How Does Eyes Are the Story Ensure the Safety and Compliance of Its Cosmetics?

In the United States, a mere 11 cosmetic ingredients face a ban, while the European Union has restricted over 1,300. Numerous mainstream beauty brands exploit these regulatory gaps, focusing on compliance rather than prioritising consumer safety.

Eyes Are the Story has successfully secured approval in more than 30 countries across Europe, the US, and other regions by exceeding compliance standards, rather than simply adhering to them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand consciously avoids what it classifies as the Top 10 Nasties: the ingredients most likely to harm the ocular surface. These harmful substances include:

Formaldehyde and its donors: preservatives that gradually release formaldehyde and may irritate the eye surface with ongoing exposure.
Isopropyl cloprostenate: frequently found in lash growth mascaras, linked to alterations in iris colour and darkening of the eyelids.
Fragrance: a leading cause of allergic reactions to cosmetics, often inadequately disclosed on product labels.
Benzalkonium chloride: a preservative detrimental to corneal and conjunctival cells, commonly present in eye drops and cosmetics.
Retinols and Retin A: active ingredients that can penetrate the tear film and cause irritation to the ocular surface.
Parabens: linked to disturbances in the ocular microbiome with prolonged usage.
Phenoxyethanol: a preservative that may induce irritation and toxicity on the ocular surface.
Salicylic acid: an exfoliant that should be avoided near the periocular skin and tear film.
Tea tree oil: beneficial for treating demodex under clinical supervision, yet potentially harmful when employed in cosmetics applied daily to the eyelids.
Argireline: a peptide found in anti-aging products that may pose risks for the delicate tissues surrounding the eyes.

Every formula developed by Eyes Are the Story is entirely free from all ten of these detrimental ingredients.

Experience the Real-World Advantages of Eyes Are the Story Products

For eye care professionals, this brand acts as an extension of their clinical care. As consultant ophthalmic and oculoplastic surgeon Dr Rachna Murthy notes:

“Patients expect optimal surgical outcomes and minimal recovery time. With Eyes Are the Story, I can prepare patients for public appearances within days. I have also observed remarkable improvements in conditions such as rosacea and sensitive eye issues even before initiating additional treatments.”

For patients, this innovative approach transforms daily beauty routines into an essential component of their ocular wellness. Just as consistent tooth brushing fosters oral health, utilising products designed to protect the periocular area aids in mitigating cumulative damage over time and enhancing the efficacy of any ongoing treatments.

Discover the Diverse Range of Products Offered by Eyes Are the Story

We are thrilled to present a selection of three essential products from the Eyes Are the Story collection:

Eye Proof Liquid Liner: a smooth, long-lasting liquid liner that won’t flake into your eyes. Formulated without the Top 10 Nasties, it is safe for contact lens wearers and individuals with sensitive eyes.
Eye Proof Facial Cleanser: a gentle gel cleanser that effectively removes eye makeup without stripping the delicate periocular skin. This cleanser can serve both as a daily wash and a makeup remover, preserving the natural balance of the skin and surrounding tissues.
Eye Proof Facial Serum: a lightweight serum specifically designed for the sensitive skin around the eye area. It provides hydration without introducing any ingredients that may migrate into the tear film or cause irritation.
Eye Proof Eyeshadow: featuring six velvety, high-pigment shades that deliver vibrant, blendable colour without relying on harmful ingredients found in traditional eyeshadows. Experience all the flair without compromising ocular surface health.
Mascara Trio Set: a flake-free formula that strengthens and volumises lashes while actively preventing bacterial growth within the product. This mini set is perfect for trial or convenient on-the-go use.

Who Can Benefit from Using Eyes Are the Story Products?

Eyes Are the Story is particularly advantageous for individuals who:

Have been diagnosed with dry eye or blepharitis: especially in instances where standard makeup has exacerbated their symptoms.
Wear contact lenses: and experience discomfort, irritation, or sensitivity linked to makeup application.
Are recovering from surgery: including procedures such as LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is especially vulnerable.
Are undergoing ongoing ocular surface treatment: including individuals receiving IPL, LLLT, or other dry eye therapies who wish to maintain their treatment results between appointments.
Experience reactive or sensitive eyes: that struggle with common allergens like fragrance, preservatives, or other typical cosmetic ingredients. For further insights, explore our article on makeup for sensitive eyes.

Achieving a Harmonious Balance Between Beauty and Eye Health

No one should ever have to sacrifice their desired appearance for the sake of their eye health. Eyes Are the Story is founded on the principle that beauty and ocular wellness can seamlessly coexist, a belief strongly supported by extensive research in ocular surface science.

Explore the complete range of Eyes Are the Story products available at Eyes By Design, or consult with our optometrists to identify which products are best suited for your eye health needs.

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